Facebook tops new display ad forecast
Facebook will jump ahead of Yahoo! in US display ad revenues this year, while Google will remain the third-largest seller of display ads, according to eMarketer.
The research firm estimates that Facebook’s share of US online display ad revenues will grow to 17.7% in 2011, up from a 12.2% share last year.
US display advertising revenues at Google will top $1 billion for the first time in 2011, as the company’s share of overall US display revenues grows to 9.3%, eMarketer estimates. That’s up from an 8.6% share in 2010, when Google’s US display revenues grew an estimated 140.5% to $855 million.
By 2012, Google will be essentially in a dead heat with Yahoo!, while Facebook will represent about one in five display ad dollars, eMarketer said.
“Google’s display revenue gains will come from three main sources: large advertisers that are already Google customers, the range of small or medium-sized businesses that have relied on search for years but are looking to expand their reach, and large-brand marketers looking to YouTube to widen their video advertising reach,” eMarketer principal analyst David Hallerman said.
Display business at Yahoo!, Microsoft and AOL will also grow this year, although each company’s market share will decline as a result of Google’s and Facebook’s huge rise. Yahoo!’s share of the US display ad market is expected to decline to 13.1% in 2011, down from 14.4% in 2010, eMarketer estimates.
In search, Google is expected to extend its lead over Microsoft and Yahoo! this year, seemingly unaffected by the rapid growth of Bing. eMarketer estimates net US search advertising revenue at Google will grow 38.9% to $10.92 billion in 2011. That will help push Google’s share of overall US search revenues to 75.9% this year, up from a 73.6% share in 2010 and a 69.8% share in 2009.
Microsoft’s share of overall US search ad revenues is expected to grow to 8% this year, when the company will bring in an estimated $1.15 billion in net US search ad revenues, up 38.9% from $828 million and a 6.9% share of the total market in 2010.